For any organization that sells goods and services, after sales will no doubt be a key contributor to repeat business and customer satisfaction.
Businesses such as car sales, jewellers, clothing sales or any type of equipment sale like electronics, machinery or plant, need to have processes in place to deal with post sale customer issues. Whether that’s an ad-hoc repair, or scheduled maintenance, each incident, or case, needs to be managed effectively.
Your after sales processes could be improved dramatically by implementing a case management system to manage your customers.
So here are our 7 reasons why case management software should be part of your after sales process:
1. Accurately manage ad-hoc incidents per customer
All of your customers can be stored in the case management system. For each time your customer returns for any type of after sales service, you can create a new case. That case is unique and contains all interactions for that case.
It also allows you to log time spent on the case, how much work on the case cost and the ability to raise an invoice for the case directly from the case management system.
2. Reduce customer complaints
By using case management in your after sales workflow, you can reduce customer complaints and boost customer satisfaction by adding your SLAs (Service Level Agreements) to the system.
By setting milestones for each case type, you’re setting goals for each customer engagement that must be met during the case lifecycle. Alerts will be visible to any users your system, ensuring cases are dealt with efficiently and consistently every time.
3. A 360-degree view of your customers’ history
All after sales cases are linked directly to the customer. This means you get an accurate view of every engagement they’ve had with your business; every email, meeting or call, how much revenue they’ve generated and much more.
By having a full audit trail of your customers’ history, you can effectively deal with future engagements by quickly learning from past engagements.
4. Automate communication to remind customers about periodic scheduled maintenance or warranty expiration dates
A good case management system has the functionality to automate communications with your customers. Upload your business document templates for email responses and proactive communications. Save your after sales team hours, by enabling one click sending of communications to your customers by email and SMS. Uses include:
- Send an SMS to alert that a repair is ready for collection
- Send an email to inform that a warranty is due to expire
- Send an SMS to inform that a regular service is due, with Call To Action to call and book in.
5. Understand which service streams generate the most revenue (and the least)
With flexible features, comes flexible reporting. By having a 360-degree view of your customers, your case management system should be able to let you cut and slice custom reports to help you really understand your customer base.
Custom reporting helps you understand where your revenue is generated or identify where margins are too tight. Distill data down to revenue per case type and even revenue per customer. Using data in this way is an enabler to focus on key profit areas, and grow your business.
6. Understand which customers you can cross sell additional products and services to
Back to the 360-degree view you’ll have of your customers. An additional benefit of knowing your customer means you have opportunities to cross sell products and services which might be relevant to your customer. Cross sales mean returning customers, which means increased revenue generation.
7. Centralize and Digitize your after sales processes
Last but by no means least, a major benefit of adopting case management into your after sales processes is centralizing your customer data and access to that data. I’ve seen busy after sales departments who still use a hard back diary, a simple online log and post-it notes to manage their repairs desk. The team cause themselves unnecessary stress and workload by using multiple tools to manage their customers.
By centralizing your processes into a single case management system, you’re ensuring your team can securely access accurate and consistent customer data. Case management software also digitizes your processes. No more paper diary and post-its that can be misplaced or lost, and which can’t be backed up. Quickly on-board new staff and ease workload on existing staff with clear and consistent case milestones, documentation and reporting.
Case management for after sales service can clearly provide tangible benefits to any business that implements it. Both from a customer perspective and from the business perspective. Transparent 360-degree customers views, full audit trail, comprehensive reporting, process automation and cross selling opportunities all contribute towards this.
Do you have any experiences of after sales process you’d like to share? Let us know in the comments.